To promote the third season of “Black Mirror,” Netflix gave MullenLowe Mediahub two seemingly impossible tasks: conjure up a campaign that mirrored the dark sophistication of the sci-fi series, and expand the show’s reach among a highly-educated, ad-blocking audience. To do so, the agency partnered with their favorite publishers, and hardcoded ad messages directly into their websites. This effectively hijacked people’s ad-blockers, which they actually praised -- in the form of 1 million social media posts -- for reflecting the roguish spirit of the show.
Credits: Netflix: Chris Lee: Director of Marketing — North America, Australia, New Zealand Aaron Jones: Senior Marketing Manager — North America, Australia, New Zealand Kelly Hughes: Marketing Manager — North America, Australia, New Zealand MullenLowe Mediahub: John Moore: Global President Sean Corcoran: Executive Director of the Americas Laurel Boyd: Director of Media Content & Innovation Simeon Edmunds: Associate Director, Media Content & Innovation Michelle Blaser: Associate Media Director Ali Sakai: Senior Digital Media Planner Talia DeFranco: Media Planner